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It is clear the tennis star takes marketing seriously, steering every question around to her latest venture: Sugarpova

It’s a sun-dappled early evening in Wimbledon Village and I’m loitering in the corner of a crowded sweet shop next to a comedy-handsome guy in tight tracksuit bottoms and Nike hi-tops. It turns out he is Grigor Dimitrov, the up-and-coming Bulgarian currently ranked No 13 in the world. A pair of blonde schoolgirls inch towards him, giggling, and eventually request a photograph, which he grants, flashing a floodlight smile as the picture is taken. Then a TV crew pile past and some American women with clipboards start telling people where to stand. Dimitrov yawns and wanders off outside.